PR Glossary
Public Relations (PR): The determined, planned and sustained effort to establish and maintain mutual understanding between an organisation and its publics. Also understood as reputation management, the PR craft can be categorised into several broad practice areas, such as media relations, investor relations, etc. moreMain Menu
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| Written by IPRM |
| Sunday, 08 February 2009 21:53 |
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Page 1 of 9 Skills Training Group, Level 2 By Doris Lim & Said Fareed Hamisu “A Corporate Reputation is the weighted sum of the perceptions of key stakeholders of the relative appeal of the company vis-à-vis an agreed standard by which they will judge and decide whether or not to take a stake in it.. ” “It takes years to build a build a reputation and minutes to destroy one” Warren Buffet, iconic High Networth investor. A Corporate Reputation is the weighted sum of the perceptions of key stakeholders of the relative appeal of the company vis-à-vis an agreed standard by which they will judge and decide whether or not to take a stake in it.. ” How corporate reputations influence, and are influenced by the many tangible and non –tangible ways in which companies project these images through corporate behaviour, communications and symbolism were shared with participants of Petronas’ 2-day skills group training programme.(Fomburn and Rindova, Charles Handy, etc) In a transformation exercise to support Petronas’ corporate reputation agenda in its global championship journey, the Public relations role involves not merely servicing tasks, but takes on new strategic facets in influencing and shaping business success. Attendees were exposed and actively engaged in several public relations (PR) concepts as stakeholder mapping, issues and crisis management (Jacques), PR evaluation (MacNamara) and Stewardship (Prof Kathleen),and many more. Conducted by IPRM APRs Doris Lim and Aisha Rashid, this is one of the several skills group trainings to impart shared knowledge and experience, using case studies and enhanced academic research to validate PR approaches. The importance of communication audits, formative and post evaluation research should be embedded PR practice when devising integrated communication plans (Lester Potter model, the 10-point plan, etc) was emphasised by the trainers. IPRM conducts customised training in line with enhancing PR professionalism in a dynamic operating environment. For details on how customised PR training can help, contact the IPRM Secretariat at Tel: 603-2691 5062 or Accreditation Convenor, Doris Lim at 012-2830959 email:
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Day 1  On the first day, Ms Aisha went through key PR concepts and definitions to set the foundation for effective PR knowledge and skills.  Ms Aisha (left) and Ms Doris Lim (right) seen here during the first day of the programme.  The participants from PETRONAS lend an attentive ear. Day 2 The second day was reserved for the use of the concepts, skills, and practices taught on the first day in to practical use. IPRM had designed a number of activities for the participants to use the methods and skills learnt to use in a real life environment.  Participants work together as a team to perform tasks. Interpersonal communication is essential for all employees in order to work together.  PETRONAS executives learnt the importance of crisis management. In a state of crisis, sound and effective PR skills can reduce the effects of resulting damage.  PETRONAS executives taking notes and sharing feedback during the programme.  Concentrating hard and trying to absorb the most they can. These programmes prove to be very beneficial to executives who are looking to be a step ahead.  Ms Doris Lim, Vice President of IPRM in a group shot with the PETRONAS participants. When IPRM undertakes any programme, like any well planned event there is a process of evaluation at the end. This helps us shape and design our programmes better to give our customers what they need and want. The feedback from the participants at the end of two days collected in the form of questionnaires was extremely positive. The session was well planned, the content relevant and the timeline spot on. IPRM is dedicated to bringing you more Seminars, lectures, workshops, publications and module training in the future. |
| Last Updated on Thursday, 31 December 2009 10:48 |